it turned to shit about 4 years ago by my reckoning and was declining by about 2016

this is the feedback loop of advertiser bias i think, eventually it corrupts their recognisers

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Yeah I think that's probably quite accurate. I believe there is probably a nexus to the point at which Govts co-opted big tech and the deterioration of global search. Probably gets much worse from here with ai search before we rebuild search in some meaningful way in the future.